Postings such as: "I want a man who can look after me and knows how to treat a woman. I'm surprised and unsettled by the forward tone of some of the material. Determined to avoid the connotations, I reply: "The Beatles." I never hear from her again....

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That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.